Camden Town Brewery appoints W to grow brand after ABInBev acquisition

Camden Town Brewery has appointed W to handle its UK PR as it seeks to become a more global brand following its acquisition by a major international conglomerate.

The brewer started making beer in London in 2010, and was acquired at the end of 2015 by Anheuser-Busch InBev (AB InBev), the largest brewer in the world, which also makes drinks including Budweiser, Stella Artois and Beck's.

Following a competitive pitch process, the brand has appointed London agency W – the first time it has retained a PR firm – on an initial 12-month brief.

W said its work would encompass consumer and corporate comms, influencer engagement and live events.

Since the acquisition, the brewer has opened a new facility in Enfield, and last month launched new packaging design and branding, working with branding agency Studio Juice.

Warren Johnson, founder and CEO of W, said: "The stage is set for Camden Town Brewery to become one of the most exciting drinks brands in the world – genuinely fusing the craft, integrity, personality and spirit of an independent company with the scale, investment and expertise of a global powerhouse. We’ll raise our glasses to a hugely productive partnership."

Camden Town Brewery is the first beer brand in the agency’s drinks portfolio, which includes Aperol and Campari, McGuigan Wines, Kopparberg, Lidl Wines and others.

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